Foxtel Media and LG Ads have partnered to provide Australian brands with a new way to reach viewers on LG Smart television sets.
As part of the tie-up, Foxtel Media becomes the exclusive sales agent for LG Ads in Australia. The pair will deliver interactive, native display advertising assets across LG Smart televisions.
“Our new CTV partnership officially kicks off in September with our first Foxtel Media campaigns appearing on Aussie LG Smart TVs across the country,” says Foxtel Media executive director of agency sales Nev Hasan.
“While Foxtel Media have offered CTV advertising opportunities before, we are delighted to be teaming up with a true powerhouse like LG Ads to bring them to life. We will be able to leverage their global experience and learnings to deliver the premium offerings that Australian brands have come to expect from us.”
Native ad units available include LG’s Home Launcher banner, wedge ad units, hero ads, and content store tiles. Brands are able to take over ad units in 6,12 or 24-hour time blocks and can be used to click through to a video, website (within the LG browser), or a CTV app.
Advertisers are able to target by demographic, geographic, and behavioural attributes such as purchasing habits, viewing habits and device usage.
“We are excited to be entering the Australian advertising arena with a heavy-weight contender like Foxtel Media,” says LG Ads president Serge Matta.
“The Foxtel Media team have had tremendous success with CTV advertising, and we are eager to advance the ecosystem further and watch the innovation and creativity unfold.”
The partnership comes as CTV is set to reach 50% global penetration in 2026. In Australia, CTV has seen particularly strong uptake with 9.4 million Australians having accessed internet content via a TV in 2020, and 6.3 million Australians doing so daily. Advertising followed viewers, with CTV expenditure increasing from 23% to 41% over the past 15 months.
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